Main Article Content
Abstract
Online shopping is the most recent phenomenon in the Indian online space. Men and women of all ages visit the e-commerce websites regularly and buy the necessaries of life. The objective of the study is to understand the consumer awareness and preferences towards various products available online, to understand the frequency of online shopping and the amount spent on a single purchase and to understand the factors affecting online purchase and the choice of payment gateway. The study is empirical in nature and cross-sectional research design was applied and the primary data was collected through a structured questionnaire. A sample size of 75 respondents was taken, by applying judgmental and convenience sampling method. This study analyses the various factors that affect the online shopping behavior of the consumers. Here the researcher had studied the attitude, behavior and intentions shown by the consumers when they decide to buy products online. The statistical analysis of the data reflects that trust and convenience will have great impact on the decision to buy online or not. Trust is been considered as the most relevant factor affecting the customer’s buying behavior towards online shopping when it comes to younger generation. The major reason behind their perception was based on various discounts, easy payment facilities, easy return facility, timely and express delivery.